Training Course: Customer Management Strategies (Awareness, Acquisition & Retention

Master customer-oriented thinking, mentality and design; and keep the culture in mind!

REF: CC3086

DATES: 5 - 9 May 2025

CITY: Zanzibar (Tanzania)

FEE: 3700 £

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Introduction

Good customer service can be considered a big differentiator between firms. While competing products are often similar and can anyway be easily duplicated, good customer service is a holistic system, requiring a sustained organization-wide effort, driven by the top and permeating all aspects of the organisation's culture. The resulting customer-centric organization becomes a formidable competitor whose model cannot be easily copied. In this course, we look at what it takes to build a customer-centric organization.

Course Objectives of Customer Management (Awareness, Acquisition & Retention)

  • Develop a holistic customer care approach by taking into consideration seven different aspects of the definition of customer service.
  • Create objectives and programs to maximize internal customer satisfaction.
  • Evaluate the design, implementation, and analysis of customer satisfaction surveys.
  • Use customer complaints as the springboard for service improvement.
  • Write Service Level Agreements (SLAs) to ensure clarity and conformance.
  • Assess the service aspect of the organization or department through well-chosen Key Performance Indicators (KPIs).

Customer Management (Awareness, Acquisition & Retention) Course Outlines

Day 1

Defining and appreciating the customer

  • Definition of customer.
  • Definition of customer service.
  • The internal and external customer.

Importance of the internal customer

  • The need for motivated employees.
  • The need for qualified employees.
  • Silo mentality.
  • Destroying the silos.

Day 2

Customer service as a strategic imperative

  • From ‘suspect’ to ‘partner’.
  • Going up the ladder.
  • The 'KANO' model
    • ‘Basic’ attributes.
    • ‘Performance’ attributes.
    • ‘Delight’ attributes.
  • The customer-centric organization.
  • Customer service as a strategic imperative.
  • The 7 practices of a customer-centric organization.

Day 3

Customer satisfaction surveys and other vital tools

  • Understanding your customers.
  • Principles of customer segmentation.
  • Focus groups.
  • Customer satisfaction surveys
    • Key terms.
    • Major survey methods.
    • Questionnaire examples.
    • Customer survey guidelines.
    • Types of satisfaction surveys.
    • Basics of sampling.
    • Attributes to measure.
    • Customer satisfaction index.
  • 'RATER' in-depth.
  • Service quality (servqual) gaps model.

Day 4

Customer complaints and service recovery

  • Facts and their implications.
  • Symptom versus cause.
  • Root cause analysis.
  • Failures do happen.
  • The recovery paradox.
  • The strategic initiative.
  • Tactical activities.
  • The ‘WOW!’ factor.

Day 5

Service Level Agreements (SLAs)

  • Characteristics of effective SLAs.
  • Key elements of an SLA.
  • Steps in SLA development.
  • Quality versus cost.
  • SLA metrics.

KPIs for customer service

  • Monitoring performance through key performance indicators.
  • The 4 perspectives of the balanced scorecard.
  • Impact of the customer perspective.
  • Characteristics of good KPIs.
  • Building customer service KPIs.

Training Course: Customer Management Strategies (Awareness, Acquisition & Retention

Master customer-oriented thinking, mentality and design; and keep the culture in mind!

REF: CC3086

DATES: 5 - 9 May 2025

CITY: Zanzibar (Tanzania)

FEE: 3700 £

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